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Der Markentransfer

Der Markentransfer (Paperback)

£38.99
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Synopsis

Eine Vielzahl von Transferbeispielen belegt das in jungster Zeit stark gestiegene Interesse am Markentransfer, also der Ubertragung bekannter und eingefuhrter Markennamen auf neue Produktbereiche. Demgegenuber stehen eine Vielzahl gescheiterter Transferversuche und die Kasandrarufe profilierter Markentechniker, sei es, dass sie am Erfolgspotential von Markentransfermassnahmen zweifeln, schlimmer jedoch, dass sie negative Auswirkungen auf die Marke befurchten. Der Autor hat die bislang umfassendste Gesamtabhandlung zu dem Thema vorgelegt. Ausgehend von fundierten theoretisch-wissenschaftlichen Betrachtungen und einer kritischen Analyse der bisherigen Losungsansatze wird auf der Grundlage einer realitatsnahen experimentellen Untersuchungsanlage und weiterfuhrender subtiler theoretischer Analyse ein operationales und praxisnahes Modell zur Bestimmung des Transferpotentials von Marken entwickelt. Durch die Analyse von Paneldaten wird daruber hinaus erstmals die okonomische Erfolgstrachtigkeit von Markentransfermassnahmen quantitativ uberpruft. Gestutzt auf eine qualitative Expertenbefragung und eine Vielzahl von Fallbeispielen werden konkrete Hinweise fur eine praktische Umsetzbarkeit der gewonnenen Erkenntnisse gegeben. Die differenzierte, gleichzeitig aber praxisnahe Darstellung vermittelt jedem Entscheidungstrager eine Vielzahl wertvoller Einsichten und lasst die grosse Sensibilitat des Verfassers fur markenpolitische Fragestellungen erk

BusinessBusiness & managementManagement & management techniquesBusinessBusiness & managementSales & marketing Publisher: Physica-Verlag GmbH & Co Publication Date: 15/03/1989 ISBN-13: 9783790804270  Details: Type: Paperback Format: Books
Availability: To Order. Estimated despatch in 1-3 weeks.  

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Location 1st Book Each additional book Average Delivery Time
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